Readers buying online with domestic e-retailers.
The majority of digital readers are frequent internet shoppers. Data shows local e-retailers, including group-buying sites, can count on clicks from the online audience.
Two out of three consumers who bought online in the past four weeks read a digital newspaper over the same period. That’s 5.3 million readers buying online, according to emma.
Of these, 3.2 million bought from Australian online retailers, making them 14 per cent more likely to buy from a local online store than nonreaders.
Home entertainment retailer JBHiFi was the most popular local online store over the past 12 months, with 677,000 digital readers buying from their website.
Group buying sites were also popular. Catch of the Day hooked 637,000 digital readers, and DealsDirect handling 603,000 transactions from readeres.
Readers are 19 per cent more likely to buy groceries online than non-readers, with 488,000 shopping online with Woolworths and 243,000 with Coles.
Online brands can increase web traffic by advertising to digital readers, a large group of consumers eager to buy from local e-retailers.